1. introduction

Question 1

Consumer culture

Answer 1

represents the commonly held social beliefs that define what is socially gratifying within a specific society

Question 2

Culture has important functions for consumers 3

Answer 2

giving meaning to objects
giving meaning to activities
facilitating communication

Question 3

Cultural norms

Answer 3

the rules that specify the appropriate behavior in a given situation within a specific culture

Question 4

cultural sanction

Answer 4

refers to the penalties associated with performing non-gratifying culturally inconsistent behavior

Question 5

How do cultural norms influence consumption? 3

Answer 5

the fashion industry is extremely influenced by cultural norms
ecology = physical characteristics that describe the physical environment and habitat of the particular place
tradition = custom and accepted way of structuring society

Question 6

3 different ways culture is learned

Answer 6

social interaction > modeling > reinforcement
enculturation = way people learn their native culture
acculturation = process by which consumers come to learn a culture other than their natural native culture

Question 7

role expectations

Answer 7

the specific expectations that are associated with each type of person within a culture

Question 8

sex roles

Answer 8

the societal expectations for men and women among members of a cultural group

Question 9

role conflict

Answer 9

a situation where a consumer experiences conflicting expectations based on cultural expectations (e.g. shaving armpits)

Question 10

divergence

Answer 10

a situation in which consumers choose membership in micro cultures in order to stand out and define themselves

Question 11

Values

Answer 11

abstract, enduring beliefs about what is right, wrong, important or good/bad

Question 12

Value system

Answer 12

our total set of values and their relative importance

Question 13

Lifestyles

Answer 13

distinctive modes of living, including how people spend their time and money

Question 14

We study lifestyle through psychographics =

Answer 14

quantitative investigation of consumer lifestyle

Question 15

VALS technique: what to do?

Answer 15

: identify different groups of consumers and identify them across two dimensions:

Question 16

VALS technique: identify different groups of consumers and identify them across two dimensions:

Answer 16

motivation: ideal, achievement and self-expression
resources: high resources, high innovation or low resources, low innovation

Question 17

geo-demographic techniques

Answer 17

techniques that provide data on consumer expenditures and socioeconomic variables with geographic information in order to identify commonalities in consumption patterns of households in various regions

Question 18

most used lifestyle technique

Answer 18

demographics

Question 19

Self-congruency theory

Answer 19

behavior can be explained by congruency between a consumer’s self-concept and the image of a typical user of the product

Question 20

marketers can use congruency theory by

Answer 20

segmenting markets into groups of consumers who perceive high self-concept congruence with the product-user image

Question 21

downside self-congruency theory

Answer 21

downside: Victoria’s secret